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Many firms, wine producers among them, have successfully communicated the quality of their products to the market by emphasizing the geographic origin, or location of production of critical ingredient(s) found in the product. The purpose of this article is to: introduce the concept of a “place‐based” marketing strategy, i.e. a marketing strategy that identifies a consumer product with a specific geographic area; explain why it is essential to the wine business; and, why it may be superior to other types of marketing strategies for certain types of agricultural products. Additionally, traditional valuation techniques applied to agricultural land typically assume that agricultural goods are undifferentiable commodities. With the growing trend toward the production of “place‐based” agricultural products, the traditional valuation methods omit an important variable – the potential for the geographical source to help develop a product‘s brand equity. This paper also discusses land valuation techniques and applies the concept of products of place to the trend among Californian wine growers to produce wines with vineyard designations.

This paper aims to present concepts and tools for developing place branding that protects places from overbranding, redundant promotion and excessive tourism.

The concept of a product-based place brand that reflects local ways of life and local identities was introduced. A combination of projective, typological and narrative methods was applied. Three focus groups composed of future place managers were held in three countries (N = 27) to develop place brand vocabularies and typologies of verbal characteristics of abstract places as products for internal users (residents).

In most cases, the place brand vocabularies were consistent and compatible within each abstract type and were unique (mutually exclusive) between the types. The vocabularies contained both detailed and more generalized elements. For each place, short formulations of the general concept were found. Each brand vocabulary reflected the institutional, socio-psychological, cultural, historical and geographic differences of the countries involved in the research.

A conceptual and methodological framework for creating place brand vocabularies is offered, and it describes the close relationship between multiple internal brand attributes and their concise expressions appropriate for communication and high differentiation among brand attributes that facilitate the recognition of branded places by target and non-target audiences. The framework is applicable for designing verbal attributes of place brands for specific places to avoid overbranding effects.

The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and discrete emotional episodes, the second highlighting the capability of places to elicit emotions and the third demonstrating the differential impact of discrete emotions on consumer response. Doing so shows that four positive place emotions have a significant and variable influence on consumer purchase intentions for brands originating there.

A focus group pilot corroborates that places relate to contentment, enchantment, happiness and pride, which impact consumer response. Study 1 uses landscape photographs to show the four place emotions influence purchase intention for bottled water. Study 2 retests the impact of place emotions, using short vignettes and establishes the moderating role of product hedonic nature. Study 3 replicates emotion effects, corroborating their non-conscious nature and establishing their impact in the presence of place cognitions.

Together, the empirical studies provide evidence for effects of four discrete place emotions, especially with hedonic products and under conditions of cognitive load. Effects are robust when a person’s mood, buying volume, category knowledge, impulse buying tendencies and place cognitions are included as controls.

The study contributes to a better understanding of the emotional dimension of origin effects by adopting a novel, theory-based perspective on discrete positive place emotions impacting consumer response.

Managers invest substantially in places to elicit positive feelings, gravitating toward the view that all they need to do is create a global positive effect with consumers. The study informs this perspective by demonstrating how discrete emotions influence consumer response.

This study is among the first to examine discrete positive place emotions as possible drivers of consumers’ purchase intention.

This study aims to examine the public’s acceptance of film-induced tourism and develops the relationship among placement marketing, involvement, place attachment and travel intention. The film Your Love Song shot in the Hualien and Taitung regions in Taiwan was selected as the case study.

An online sample survey was conducted using a structured questionnaire, and statistical tests and overall structural equation modeling analysis using the SPSS and AMOS statistical software packages, respectively, were performed.

This study results demonstrate that destination placement marketing has a significant positive effect on the level of destination involvement, place attachment and travel intention of viewers. Moreover, the level of involvement has some intermediary effect on the interrelationship between placement marketing and travel intention. Hence, this study suggests that relevant government agencies and tourism operators should promote local tourism through films and television shows and attract more tourists by retaining the original shooting scenes.

While previous studies have only analyzed two or three of the four concepts of film-induced tourism, placement marketing, travel intention, involvement and place attachment, this study completely integrates these four concepts and proves the correlation between them.

The purpose of this study is to explore the impact of product category and consumers’ motivations profiles on the determinants of consumers’ preferences and purchase intentions of counterfeits and genuine products, through manipulation of product attributes and purchase situations.

The study relies on an experimental design involving a questionnaire on a convenience sample with two parts: a tradeoff model manipulating three attributes, product type (genuine vs. counterfeit), price (high vs. low) and place of purchase (regular shop, Internet and market) in two product categories, and a scale measuring motivations to purchase counterfeits. Ranking and purchase intentions are analyzed using conjoint analysis and generalized linear mixed model (GLMM).

Ranking reveals a dominant pattern of consumer behavior regarding counterfeiting: product type, price and place of purchase. Product category has a moderating effect on choice criteria: relative importance of place of purchase and price varies according product category. Consumers’ motivations profiles have also a moderating effect on consumer behavior. Some profiles are more receptive to copies. Consumers’ profiles exhibit different hierarchies of purchase criteria and may change them depending upon product category.

Results challenge literature on the dominant role of price among choice criteria. Price alone cannot determine a counterfeit purchase. It is the interaction of price, place of purchase or product type that explains such a behavior. Product category matters: Price and place of purchase importance cannot be considered without accounting for product category. Consumers’ motivations profile matters. Consumers are not homogeneous face to counterfeits.

The purpose of this paper is to extend international marketing theory by examining country image effects simultaneously from the perspectives of Product-Country Image (PCI), Tourism Destination Image (TDI), and General Country Image (GCI), and by using tourism satisfaction as the central construct in a comprehensive model that investigates post-visit effects in both the product and tourism domains.

International tourists from multiple countries were intercepted at the end of a tourism trip and interviewed in-person using a structured questionnaire, resulting in 498 usable responses for data analysis. The model comprised seven constructs measured with 28 variables and was tested with structural equation modelling.

The study uncovers a number of cross-effects between a country as destination and as producer, and establishes tourism satisfaction as a core construct that is relevant to both the tourism and product facets of place image.

Above all, the study’s findings argue strongly in favour of greater coordination between the “product” and “tourism” sides of place marketing.

The study is original in its integrative analysis of GCI, PCI, and TDI constructs as antecedents and consequences of the tourism experience and, among other original contributions, is the first to investigate the direct link between product beliefs, tourism satisfaction, and post-visit product-related intentions.

The country-of-origin effect (COO) has, as a research domain, suffered from several theoretical and methodological problems and tendencies including an incomplete conceptualization of its constituent components. The purpose of this study is to first problematize the concept in extant literature and to consequently propose a reconceptualization of the concept.

As part of lateral promulgation, the authors use theoretical and methodological ideas from other disciplines such as psychology, ethnography and geography to problematize the present conceptualization of COO in extant literature to reveal research possibilities relevant to, but underrepresented or absent in, COO research.

This study identifies several central theoretical and methodological problems and reveals that (1) COO is not necessarily linear and alternative modes of engagement with consumption need to be considered; (2) many of these problems can be addressed by alternative methodologies; and (3) COO operates at the level of symbolic orders that require a further engagement with the role of place in human experience.

The findings suggest that in future research, field experiments be considered to resolve some of the methodological artefacts that have hampered past research; qualitative methods be applied to uncover unexpected uses of place association beyond being mere quality proxies; and alternative areas of relevance, such as macro-level trade and exports from emerging economies, be entertained.

The study’s approach to problematizing and refining extant knowledge enable it to promulgate new knowledge and research directions for a research area that has historically suffered from a tendency to be self-referential.

This study aims to frame the authenticity–standardisation relationship in international gastronomy retailing and explores how and to what extent the food place of origin and the urban context in which the gastronomy stores are located shape customers' in-store experience.

This paper analyses the case of Eataly, which combines specialty grocery stores and restaurants disseminating the Italian eating style, quality food and regional traditions internationally. Facebook reviews (1,018) of four Eataly stores – New York City, Rome, Munich and Istanbul were analysed, adopting a web content mining approach.

Place of origin, quality and hosting city categories frame the gastronomic in-store experience. Standardisation elements (shared across the four analysed stores) and authenticity elements (specific to a single store) are identified towards defining three archetypical authenticity–standardisation relationships, namely originated authenticity, standardised authenticity and localised authenticity.

This study proposes original modelling that disentangles the authenticity–standardisation paradox in international gastronomy retailing. It provides evidence of the intertwining of the place of origin and the city brand in customers' in-store experience.

The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions.

The research uses an experimental method in two studies to test hypotheses derived from the literature.

This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all.

This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name.

The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.